Arla Foods UK has unveiled a new campaign for its Anchor brand as it seeks to remain relevant and chart growth.
The ‘Let’s Get Absolutely Buttered’ campaign has been called the “most significant strategic evolution in eight years” by Arla Foods as it looks to shore up its position in an increasingly competitive dairy category.
The message showcases the “rich, creamy taste of double churned Anchor with a fun twist”, Arla said. Although keen to stress its heritage, Anchor said the campaign signalled a “a modern, distinctive direction”.
It will be supported by a marketing campaign spanning online video, social, out-of-home and in-store activation.
“Anchor has always been about unmistakable taste and comfort,” said Arla Foods BSM marketing director Catriona Mantle. “With ‘Let’s Get Absolutely Buttered’, we’re dialling up what makes Anchor different – our unique double churning for a rich and creamy taste – and expressing it in a way that’s joyful, memorable and relevant for today’s households.”
‘Let’s Get Absolutely Buttered’ also introduces a packaging update, putting Arla farmers on pack, giving the union flag greater prominence and featuring a callout showing Anchor’s cream comes from British farms.
Research by the brand found that the ‘double churned’ message resonates strongly with consumers and increases purchases. Therefore, the tagline ‘Double churned for a rich & creamy taste’, will feature on tubs and lids.
Since rolling out in mid-April, the packaging update has been supported by shopper marketing and in-store activation to drive visibility and purchases.
“We’re proud to champion our farmer owners on pack, spotlight our British cream from UK farms, and bring a campaign to market that both reassures our loyal shoppers and welcomes a new generation of families to the brand,” Mantle added.
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